• Journal of Digital Convergence
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• v.6 no.4
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• pp.25-34
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• 2008

This study explores the component factors of innovation brand to build organizational culture of government ministries. A perception of organizational officers on innovation brand is ranked orderly by brand awareness(recognition, discrimination), brand loyalty (identification, ease of memory, meaning diffusion, reaction of customer needs), brand salience, brand knowledge and brand innovation. The results of factor analysis classify the component factors with factor1(brand awareness, brand loyalty) and factor2(brand innovation). This results indicate that the officers definitely recognize the value of innovation brand and brand identity. The brand discrimination and brand loyalty can also positively affect perception on brand innovation.

• The Research Journal of the Costume Culture
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• v.12 no.6 s.53
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• pp.1031-1044
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• 2004

The purpose of this study were to investigate the relationships between consumer's value and sportswear's benefit sought/attribute evaluation, and to examine how sportswear's benefit sought were influenced by consumers' value and demographic variables. Subjects were 468 males and females in their teens to 30's in Seoul. Consumer's value was classified into four dimensions by using factors analysis: materialism, achievement orientation, traditionalism, and other consciousness. The value of materialism and achievement orientation had positive relations with brand orientation, fashion, appearance attraction, enterprise image, and brand advertisement of sportswear in both male and female. Achievement orientation had, in case of the male, positive relations with economics, practicality, fabrics, and quality of sportswear. In case of the female, traditionalism had positive relations with economics and practicality, and other consciousness value had positive relations with brand advertisement. Materialism was the most important in predicting brand orientation, followed by social class in both male and female. Age was the most important in predicting practicality, followed by achievement orientation in case of the male. Materialism(-) was, in case of the female, the most important in predicting practicality, followed by traditionalism, achievement orientation, and age.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.3
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• pp.11-22
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• 2022

The iron and steel sector is caught between two worlds: "carbon reduction" and "development." The goal of this study is to show that optimizing asset structure to boost intangible assets, particularly brand assets, is a viable strategy to achieve low-carbon development. This study uses panel data from 38 A-share companies in China's iron and steel industry from 2010 to 2020, as well as World Brand Lab data, to create a comprehensive impact index of enterprise value from the standpoint of an asset structure optimization, and to test the impact of intangible assets and brand equity on enterprise value. The findings show that: the asset structure of iron and steel enterprises is closely related to enterprise value, implying that iron and steel industry development necessitates a transformation of quantity control and quality improvement; the proportion of intangible assets in the asset structure of iron and steel enterprises plays a positive and critical role in enterprise value under surplus conditions. The iron and steel industry begins to shift from tangible to intangible assets; there is heterogeneity in the iron and steel industry transformation. Given certain technological levels, the share of brand assets contributes significantly to the increase in enterprise value.

• Journal of Fashion Business
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• v.22 no.3
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• pp.1-15
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• 2018

The purpose of this study is to address marketing strategies for the brand extension of university-licensed merchandise by investigating influences on intent to purchase a new university-licensed merchandise line, tartan. A survey questionnaire was developed and administered online to the major target market for university-licensed merchandise. Four hundred and fifty students and alumni from a US Midwestern university completed the survey. Respondents were asked to answer questions on university identification, perceived university prestige, perceived value of the university-licensed merchandise, intent to purchase a brand extension in university-licensed merchandise, and demographics. It was hypothesized that university identification (H1) and perceived university prestige (H2) are positively related to the perceived value of the university-licensed merchandise and that perceived value of the university-licensed merchandise is positively related to intent to purchase a brand extension in university-licensed merchandise (H3). The difference between students and alumni was also tested. Consumers with high university identification and high perceived university prestige highly valued the university-licensed merchandise. Consumers who perceived a high value of the current university-licensed merchandise displayed a strong intent to purchase a brand extension in university-licensed merchandise. There was no structural difference between the two groups. The study builds on existing research on the influences of attitudes toward the university and university-licensed merchandise on purchasing university-licensed merchandise, specifically investigating intent to purchase a brand extension in university-licensed merchandise. This study also extends previous brand-extension research into university-licensed merchandise.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.748-760
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• 2016

This study investigated the relationship of brand equity of restaurant LOHAS image with altruistic value, LOHAS involvement and additional willingness to pay (WTP). The data collected for this study was taken from a sample of 544 persons during the period of August 1, 2013 to August 31, 2013. The study findings are as follows. First, brand equity and brand association of restaurant LOHAS image had a positive effect on altruistic value, but had no positive effect on brand loyalty and perceived product quality. Second, brand awareness, brand loyalty and brand association of restaurant LOHAS image had a positive effect on LOHAS involvement, but had no significant positive effect on perceived quality. Third, altruistic value was found to have a positive effect on LOHAS involvement. Fourth, altruistic value had a positive effect on additional WTP. Fifth, LOHAS involvement was found to have a significant positive influence on additional WTP. The findings of this study indicate that communication strategies are warranted to emerge environmental friendliness and health targeting population groups that pursue the LOHAS value of restaurants or have a high propensity toward altruism.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.9
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• pp.5989-5997
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• 2015

The purpose of this study is to identify consumers' perceived consumption values and to examine the causal relationship between perceived consumption values, brand identification, emotional Absorption and behavioral commitment. Undergraduate students(N=210) were participated in the survey and the structural equation modeling was utilized for data analysis. The results of this study show that; first, psychological value and personality value have positive effects on brand identification but there was no significant relationship between functional value and brand identification; second, brand identification have positive effects on emotional commitment and behavioral commitment; third, the relationship between emotional commitment and behavioral commitment was not significant; fourth, the effect of psychological value on brand identification was higher than the effect of personality value on brand identification. Based on these results, several recommendations for company are discussed and future research directions are outlined.

• Korean Journal of Human Ecology
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• v.13 no.6
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• pp.943-957
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• 2004

The purpose of this study is to 1) understand the importance of brands, which are known as one of the key purchasing points to consumers today; 2) 10 clearly clarify the various attributes of goods well-known to consumers; 3) to research the effect of the goods attributes on brand attitude. We examined 465 consumers to understand a purchase or a shopping habit with national and non-brand. The study used SPSS 11.0 package for a data analysis. Then using varimax rotation, we employed a factor analysis to analyze the data and obtain Cronbach ${\alpha}$ value. For more specific data analysis, we conducted t-test, regression analysis, and x2 analysis. The results are as followings: 1. The goods attribute is classified into product attribute, shop attribute, and price attribute. The product attribute is divided into wearability, labeling of size and quality, aesthetic expression, brand expression-harmony, textile-suitability, manageability and product assortment. The shop attribute is into shop environment, shopping convenience, promotion, salesperson service, convenience of location, shop's reputation. The price attribute is into price reasonability, price value, price economy, and price information. 2. The product attribute is different, by national and non-brands, in wearability, labeling of size and quality, brand expression-harmony, textile-suitability, manageability. The shop attribute had a significant difference in environment of shop and its reputation, and the price attribute had one only in price economy. 3. The brand attitude was affected by wearability, aesthetic expression, shop environment, price value, and price information. 4. Also, there exists a difference by demographic variables(age, job, academic background, marriage, income level) in brand attitude. For example, national brands have its consumers with the following variables: higher education, higher income, professional job, over 20s, and married.

• Fashion & Textile Research Journal
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• v.16 no.3
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• pp.386-395
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• 2014

This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.

• The Journal of the Korea Contents Association
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• v.13 no.3
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• pp.414-427
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• 2013

The purpose of this study was to examine the effects of cultural tourism festival's experiential elements on brand value and festival image. The object of this study was the participants of Ganggyeong Fermented Seafood Festival. 260 questionnaires were distributed and analyzed 251 collected questionnaires with SPSS18.0. The results of this study are summarized as followings. First, cultural tourism festival's experiential elements influences brand value, and playfulness, placeness and deviation among the variables of experiential elements positively influence. Second, uniqueness, contents, and functionality of variables of brand value positively influence festival image. It showed that when the organizer offered exciting experiential program which the participants didn't experienced, it influenced brand value and festival image more positively.

• Journal of Distribution Science
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• v.14 no.11
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• pp.129-138
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• 2016

Purpose - The ICT(information and communications technologies) development is affecting consumer behaviors on selecting channel or distribution system. This study aims to advance our knowledge about the factors influencing omni-channel behaviors. This study considers the positive brand experience as the moderating variable into the relationship between omini-channel use intention and consumer brand relation. Also, the effect of positive brand experience on consumer-brand relation is researched. Research design, data, and methodology - This study conducted an empirical test with the subject as customers who purchase goods or service through on-off cross channel simultaneously. The research model is developed from prior literatures about influencing variables on channel selection. The structure of this study is designed to identify causal relationships between the variables. 268 survey data from the questionnaire survey which is conducted to target customers who use online and offline channels, is used for empirical analysis. This study validates generality with descriptive statistics and data reliability with Cronbach's alpha value. The exploratory factor analysis is used for value purification. Then, the confirmatory factor analysis is conducted for structural equation modeling. Finally, the execute structural equation modeling is analyzed to confirm the hypotheses Results - First, the two causal influences between perceived performance risk and the propensity of omni-channel and between price consciousness and the propensity of omni-channel are verified through the empirical test. Second, the result identifies that the propensity of omni-channel is influenced on consumer-brand relationship. Third, the AMOS analysis proves that the moderating variable, positive brand experience, has significant positive impact on consumer-brand relationship. This significant relationship is highly supported by the regression analysis between brand experience and propensity of omni-channel because it results that positive brand experience has positive impact on the propensity of omni-channel. All hypotheses are verified to be true. Conclusions - Based on the empirical result, this study confirms that perceived performance risk and price consciousness are the important factors influencing propensity of omni-channel. According to the additional analysis, the moderating variable and positive brand experience plays important role between the propensity of omni-channel and consumer-brand relationship. Furthermore, positive brand experience influences more on consumer-brand relationship than non-positive brand experience.